NOT UNDERSTANDING THE VALUE OF COMPANY IMAGE
One thing that is constantly overlooked by people entering the business is the image of the company they are joining. Company image and branding is built over many years of happy customers and lots of advertising. Perception in real estate is sometimes more important than reality. For whatever reason, certain companies are categorized as being able to work only certain markets...high end properties, etc. If your intent is to specialize in one specific market, and not take listings or work buyers outside that market, you probably won’t need to be as concerned with image as agents who work a larger geographical area. This is why market share matters.
Company image can be seen differently area by area. Often, large companies get the advantage of showing off their power by more advertising and signs in yards. In some markets, this will be very important, especially if you are a new agent. But, what is commonly overlooked by new agents, is to learn what agents, not the public, thinks of the company. you are thinking of joining We agents are strange characters. If we don't trust a company, we treat them a little differently. I would imagine that anyone reading this blog can identify a company in their market place that is disrespected ....poorly trained agents, lose when it comes to ethics, etc, etc. On a mulitiple offer situation, the listing agent is much more likely to want to work with someone they know and trust, than an offer from an agent or company that is a little loosey goosey. (Legal term)